“What are the biggest mistakes companies make when building their sites and apps?

Making it difficult to touch and manipulate. As Nielsen explains, your eyes are more agile than your fingers. You see that link among but your fingers can’t select it, so Nielsen recommends using larger touch targets.

Trying to do too much. Those responsible for the mobile UE must be ruthless when fighting internal political battles. Every department wants their content front and center, but when everything is prominent, nothing is prominent, so eliminate the nice-to-have.

Nielsen argues for fewer commands and a few basics on first screen. Use progressive disclosure to build the experience, rather than try to put every option up front. More screens are better if each is simple and focused….

Without context, Nielsen reports, comprehension is degraded. While our brains are great for long-term storage, they fail in the short term. For this reason, people will not use mobile for research or comparing large amounts of information. Don’t require a user to remember things from screen to screen.”